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Published in 2020 at "International Journal of Research in Marketing"
DOI: 10.1016/j.ijresmar.2019.10.001
Abstract: Abstract Service brands are increasingly dominating the economy. However, there is limited knowledge about how to grow service brands, and whether growing service brands will require strategies different from the strategies that are based on…
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Keywords:
quality;
brand;
service brand;
service ... See more keywords